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FILE - In this March 4, 2017, file photo, UCLA guard Lonzo Ball, right, shakes hands with his father LaVar following an NCAA college basketball game against Washington State in Los Angeles. The outspoken father of former UCLA star Lonzo Ball said Wednesday, May 17, on Fox Sport 1's "The Herd with Colin Cowherd" that it will now cost a shoe company $3 billion to make a deal with his Big Baller Brand. (AP Photo/Mark J. Terrill, File)
Photo by: Mark J. Terrill
FILE - In this March 4, 2017, file photo, UCLA guard Lonzo Ball, right, shakes hands with his father LaVar following an NCAA college basketball game against Washington State in Los Angeles. The outspoken father of former UCLA star Lonzo Ball said Wednesday, May 17, on Fox Sport 1's "The Herd with Colin Cowherd" that it will now cost a shoe company $3 billion to make a deal with his Big Baller Brand. (AP Photo/Mark J. Terrill, File)

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